Sam specializes in ethnographic research, design thinking, and strategic foresight for product design. Her research has been published in peer-reviewed journals and has driven innovative products and smartphone apps from major technology companies.

Sam recently retired from her role as the first Senior Principal Researcher at Workday. Sam has a history of firsts — she was also the first Principal Researcher at Amazon. Prior to that, she worked in various roles at Microsoft. She is a popular public speaker at leading design and research conferences.

Sam holds a PhD in sociology from York University, served as a Postdoctoral Fellow at the Toronto Metropolitan University, and has taught at several universities including University of Washington and the Ontario College of Art and Design University in Toronto.